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Higher education Multi-center CRM Event campaigns

Case study · Médisup

Structuring a multi-center HubSpot CRM and industrializing acquisition

Some thirty centers, each with its own properties and its own campaigns. Copernic brought governance back into Médisup’s CRM, then industrialized the promotion of its events.

  • Goal 01. Structure CRM governance to make data reliable and steer performance.
  • Goal 02. Harmonize marketing campaigns between headquarters and local centers.
  • Goal 03. Automate acquisition processes to gain productivity and conversion.

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The project

Thirty centers, thirty ways of working.
National steering out of reach.

Médisup is France’s leading network for health studies preparation (Medicine, Midwifery, Dentistry, Pharmacy, Physiotherapy): some thirty centers, 130 teachers and more than 10,000 students trained in 2024.

Its targets: high school juniors and seniors preparing for medical school, and first-year PASS/L.AS students. The decisive twist: the student is the one most concerned, but parents make the enrollment decision. Growing fast (3 centers acquired in one year), Médisup was redesigning its websites, integrating an ERP and called on Copernic for HubSpot.

Médisup, health studies preparation
01

No CRM governance

Properties multiplied by local initiatives, inconsistent data, unreliable reporting.

02

Fragmented acquisition

National campaigns, local events (open days, webinars, immersion days, fairs), students and parents: everything was duplicated by hand.

03

A heavy execution load

Emails recreated, workflows duplicated, manual sends: little time was left to analyze and optimize.

The results

Less copy-paste.
More sign-ups.

18 hsaved per campaign
+6 ptsconversion rate
+11%event sign-ups

Médisup moved from a manual, inconsistent way of working to a structured model that can be steered and is ready to grow.

Our approach

Governance first.
The tool next.

The diagnosis was clear: a governance problem, not a tool problem. So Copernic did not start with the technology, but with roles and usage, to make the CRM a steering tool rather than just an operational one.

01

Cross-functional governance

Roles clarified across marketing, sales and CRM, decisions centralized, and a recommendation for a dedicated CRM role.

02

A simplified data model

Several “event” objects merged into one: a consolidated view, simpler reporting, fewer errors and duplicates.

03

Dynamic emails

A single email that adapts to the center, the audience (parents or students), the buttons, the brand and local information.

04

Reusable workflows

Automatic targeting, sends scheduled around the event date, registrations and confirmations, post-event cleanup.

CRM for higher education

Impact

A CRM endured yesterday.
An everyday tool today.

In a multi-site network, a lack of governance fragments data and makes steering at scale impossible. At Médisup, the overhaul had the opposite effect.

  • Better sales performance thanks to smarter use of events
  • A major productivity gain, with far fewer manual tasks
  • Reliable data for more precise steering
  • Standardized processes between headquarters and local centers
  • Teams that have adopted the CRM day to day

FAQ: multi-site CRM, HubSpot and marketing strategy

How do you structure a multi-site CRM with HubSpot?

Structuring a multi-site CRM in HubSpot first requires clear governance of data and usage. It is essential to define a common model (properties, pipelines, objects) shared by all entities, while allowing controlled local adaptations.

Setting up cross-functional governance (RevOps, marketing, sales) prevents drift and keeps the CRM consistent over time. Without it, local initiatives quickly create complexity and make overall steering impossible.

How do you harmonize marketing campaigns between headquarters and local entities?

Harmonizing marketing campaigns rests on a balance between strategic centralization and local personalization.

In practice, that means:

  • shared templates (emails, workflows, campaigns)
  • dynamic content tailored to each entity
  • common segmentation rules

This approach keeps the brand consistent while respecting local specifics, especially in organizations such as higher education or multi-branch networks.

How do you automate event campaigns in HubSpot?

Automating event campaigns in HubSpot relies on three key elements:

  1. A structured data model (events, contacts, registrations)
  2. Reusable workflows based on dates and triggers
  3. Dynamic content (emails personalized by segment)

This approach drastically reduces manual tasks, makes campaigns more consistent and improves performance (open rates, clicks, registrations).

Why is CRM governance essential in a HubSpot project?

CRM governance is a key success factor in any HubSpot project.

Without governance:
  • data becomes inconsistent
  • usage diverges
  • teams lose trust in the tool
With clear governance:
  • decisions are centralized
  • processes are aligned
  • the CRM becomes a strategic steering tool

It is often the main performance lever, well ahead of the technology itself.

What are the benefits of a RevOps approach in a HubSpot CRM?

The RevOps (Revenue Operations) approach aligns marketing, sales and customer service around a shared goal: growth.

In HubSpot, this means:
  • better data flow
  • smooth processes between teams
  • unified performance steering

RevOps turns the CRM into a true growth engine, not just a management tool.

How do you improve event performance in a CRM strategy?

To improve event performance, it is essential to:

  • structure event-related data
  • automate reminders and registrations
  • segment audiences (e.g. parents vs students)
  • analyze performance (conversion, attendance, ROI)

A well-structured CRM strategy turns events into a major pipeline generation lever.

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